Swedish Company Pulls ‘Baby Bikini’ Over Protests

by in Sun Protection

Swedish clothing company Ellos has pulled two-piece bikinis designed for baby girls as young as 2 months old and apologized for the products after widespread protests.

The bikinis were pulled from stores after children’s and women’s groups complained that the revealing swimwear contributed to the sexualization of the bodies of small children.

Ellos representative Per-Olf Gustafsson said,

“Ellos is a family company. We do not want anyone taking offense from our assortment. We have erred in this case and we will do our best to ensure that there is no repeat.”

Why would someone want to put a bikini on their baby? A newborn’s skin is so delicate, it should be completely covered when they are in the sun – especially babies who are not old enough to wear sunscreen.


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SAHM of 2 boys and founder of GrowingYourBaby.com, World Traveled Family and The World We Share. When I'm not running around after my boys, I'm looking for our next vacation spot!

Comments (1)

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  1. Nikki says:

    I think this is the cuteist thing I have ever seen. Not that I plan to have my newborn sun bathing, it would be cute in pictures or to keep. I think that if you dont want to put one on your kid fine. But, these are the sweetest bikinis I have ever saw. Some people just need something to fuss about.

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